Business-to-consumer (B2C) marketers are making steady progress with content marketing as a key element of marketing strategy, according to a just-published annual content marketing study from MarketingProfs and Content Marketing Institute.

Fully 75% of B2C marketers characterize their organization as successful (extremely, very, or moderately) with content marketing, and 73% say they are much or somewhat more successful than a year ago, the study found:

B2C marketers are using content marketing primarily to bring attention to their overall brand: The three most cited marketing goals in the last 12 months were creating brand awareness (84%), educating audiences (75%), and building credibility/trust (65%), according to theB2C Content Marketing 2020: Benchmarks, Budgets and Trends report。

这同伴企业对企业（B2B）内容营销报告于10月下旬出版。

B2C报告中的一些关键重点：

• 非常依赖电子邮件。受访者将电子邮件新闻通讯评为其表现最高的内容类型，用于确保和培育潜在客户，第二次转换潜在客户的第二名。为了建立品牌知名度，博客文章/文章和社交媒体内容首先绑定。
• 大多数外包至少一项内容营销活动。内容创建最有可能外包。在外包的55％的受访者中，有80％的人外包内容创建，内容分布遥远的第二（37％）。
• 2020 priorities are conversions, content quality/quantity, and audience expansion.当列出2020年七个可能的内容营销优先级列表并要求选择其前三名时，受访者选择了以下方式：提高受众的质量/转换（50％），专注于内容质量/数量（50％），并增加我们受众的大小（40％）。
• Facebook统治。Facebook既是最有机的有机社交媒体平台B2C营销人员使用的最高薪水，也是他们说为组织的最佳内容营销结果。

以下是今年B2C内容营销报告中的其他亮点和图表：

内容Technology

顶部three technologies B2C marketers use to assist with content marketing are social media publishing/analytics (84%), analytics tools (83%), and email marketing software (72%).

内容团队结构

最常见的结构是一个为整个组织服务的小（或单人）营销/内容营销团队。

内容Creation & Distribution

B2C content marketers say 43% of the content they create is for audiences in the top of the funnel of the customer journey, compared with a combined 30% for the late-stage and post-sale stage content.

当被问及哪种内容类型是其B2C组织建立品牌知名度，确保潜在客户，培育潜在客户和转换铅铅的最高性能，营销人员的反应如下（每个类别的前2个或3个）：

Fully 85% of B2C marketers use paid distribution channels for content marketing purposes; of that group, 89% use paid social media/promoted posts:

内容营销指标

B2C营销人员用来衡量内容性能的最高指标是转换（81％），网站流量（80％），网站参与度（79％），社交媒体分析（76％）和电子邮件参与度（75％）：

内容预算

十分之一的B2C营销人员预计其2020年内容营销预算将比2019年高：

See and download the entire 2020 B2C Content Marketing Benchmarks, Budgets, and Trends report here:

关于研究：这CMI/MarketingProfs 10th annual content marketing survey, from which the results of the B2C content marketing report were generated, was emailed to a sample of marketers using lists from Content Marketing Institute and MarketingProfs. A total of 1,798 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June/July 2019. More than 250 respondents (256) indicated their organization is a for-profit company, primarily selling products/services to companies (B2C). This report presents the findings from the 179 B2C respondents who indicated (a) their organization has used content marketing for at least one year and (b) they are a content marketer involved with the content marketing function, and/or someone to whom content marketing reports.